Samsung STPD & 4 P's
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Transcript of Samsung STPD & 4 P's
Marketing Presentation on
Samsung STPD& 4P’s
Samsung
Korea based company established in 1969
Has operations in 217 countries across the world and employs around 240000 employees
Established in India in 1995
Samsung are leaders in TV and display, mobile segment has touched record high with the advent of android
Fortune named Samsung 34th most admired companies
Consumer electronic division alone has a operating profit of $ 218 Billion
Market share • Overall percent of Samsung
electronics : 32%
• Refrigerator – 15%
• Air conditioner –13%
• Washing Machine –19.8%
• Television-17.2%
• Ultra book-10%
• Mobile – 34%
Refrigerator
Airconditioner
WashingMachine
Television
Ultra book
Mobile
Refrigerators – RS21HUTPN
Samsung launched its refrigerators in India by 2003
Has two production refrigerator plants in India – Chennai & Noida
Refrigerator segments is one of the growing segment
Market growing at a rate 0f 15% every year, at a market size of 3.5 to 4 million units approx
Gaining market share by purely technical advancement
Rural demand at 25% and urban at 75%
Segmentation:
Demographic segmentation : Socio Economic Class
Psychographic Segmentation : Lifestyle
Targeting:
SEC A1,A2 and A3
People concerned about environment
Hygienic people
Positioning:
Technologically very advanced
Energy efficient and spacious
Low Maintenance
Differentiation:
Twin cooling technology
Digital inverter compressors
Filtering and dispensing
Energy consumption
Silver Nano Particles & Dura Cool
STDP
Product
* Refrigerators are luxury products
* Service: immediate delivery, customer training, Repair &maintenance
*Design: Stylish and involves all
latest technology
* Product Line: RS.. Model comes in diff. var
*Brand: Technically advanced
Refrigeration
Attractiveness of the market
offering
Product features
Services mix and quantity
PRICESamsung refrigerators can be classified under More for More type,
RS21HUTPN is a prime example RS21HUTPN is priced at Rs. 91,500/- with all the latest technology,
“value pricing”Credit system in place – EMI and low interest rate financing Promotion Pricing – Special event pricing, Cash Rebates, Insurance
covers and warranties Differentiated Pricing – Product capacity difference, channel pricing,
Location Usually Indian customers are interested in products which offer an
discountCompetitor LG has priced the similar of dual door refrigerators at
1,00,000/-, other major competitors are Whirlpool
Samsung Air conditioner(MAX AR24FC2UAE 2.0 TR, 2 Star)
Segmentation
Demographic segmentation : Income, social class, family size
Psychographic Segmentation : Lifestyle
Targeting
People who wants ac’s with latest technology , with savings up to 60% power, Fastest cooling and compact design
Positioning
Samsung on ! Savings on!Links:
http://www.youtube.com/watch?v=y1y83MB27OI
http://www.youtube.com/watch?v=OH5_JdtCYA0&list=PLrYwxaV1xCxu4tWFjuWP-tp7xo8XD2uX5
Differentiation
Multi Jet Technology for efficient, fast cooling, Easy Installation
For efficient sleep and energy saving
Virus Doctor eliminates 99.99% of bacteria and virus. Withstands voltage fluctuations from 135V -290V with Stabilizer Free operation
STDP
Product* Air conditioner are luxury products
* Service: immediate delivery, customer training, Repair & maintenance
*Brand: Technically advanced
*Mainly focusing on the people of middle class and they mainly concentrate on energy saving, virus free etc
*Product features will add benefit to target the audiences
* 3 years Warranty
Air conditioner
PRICE• Range : 40,000 to 28,000
• Penetration pricing
• Good products at reasonable price
• It has market operating price where by the goods are sold by distributors and to the customers at fixed market price only
• Urban areas are still in focus
• Pricing is done based on competitors price
• Pricing is mainly focused on consumers income classes
Samsung Washing machines
Samsung Eco Bubble (WF165OWCW/TL)
• Samsung launched its washing machine(eco bubble technology) in 2010
• Its manufacturing plant is in Greater Noida, Noida
• Currently the market share of Samsung is 19.8%
• According to market share it is the second largest
Segmentation
Geographic segmentation:
Tier I , Tier II cities
Demographic segmentation:
Based on the income and occupation of people
Targeting
People who are more sensitive to environment and electricity usage
People who wants all the benefits of dry cleaning without having to step out of the house ,spending time and money
Positioning
Technologically advanced
Energy efficient ( 70% less energy)
Eco- friendly
Differentiation
Eco bubble wash
Keep clothes looking new with Diamond Drum
Anti-limescale heater stays efficient for longer & 15’ quick wash
STDP
Product• Brand: Identifying consumer requirements
with well engineered and stylish designed washing machines
• Shrink Packaging: It reduces the box weight by 44% and wastes by more than 20%
• Variety: Different varieties from technology prospective e.g. WF1650NCW/TL, WF1124XAC , WF1600NCW/TL etc.
• Design: It was designed to reduce time, vibration and energy efficient
• Features: Child proof display lock system, Delay end
• Service: They have a very good service coverage and quality centers
Washing
Price• Samsung washing machine (WF1650WCW/TL) price is Rs 30,490
• Its price starts from Rs 27,990 – 81,990(More the benefit, more the price)
• In terms of availability it is found in all Tier-I ,Tier-II cities
• Higher end product
• 5 years guarantee are offered for the product
• Offers discount during festive seasons to increase the sale
• Usually Indian customers are interested in products which offer an discount
Place(Home appliances) Samsung India is the distribution hub of South West Asia Regional operations
Samsung home appliances are available in every part of the nation
RS21HUTPN( refrigerator) which is predominantly for SEC 1,2 and 3 is mostly available in urban localities
There more than 5501 dealers across the country
Broadly two ways of reaching the customers, physical channel and online shopping
Channels are mainly of two kinds; One way channel:
Two way channel:
Comp. Ware House
Distributors Sub.
DistributorsCustomers
Comp. Ware House
BrandShop/ DirectDeale
rsCustomers
Promotion( Home appliances)
• Samsung usually spend huge money on marketing and advertising, its advertising and marketing budget is around USD $ 3B
• TV advertisements, rich and stylish TV commercials , print media
• Samsung has been sponsors of many event like Olympics games, football matches, cricket match, marathons etc
• Frequent sales discount are announced and also they have the festival season offers
• Brand ambassadors is PriyankaChopra
• Highlighting the innovative features of the product through adds
• Social networking (Face book, Twitter )
• Distributing Pamphlets
• Online deals and referrals
• Hoardings on national highways
Competitors
• Whirlpool
• Panasonic
• LG
Samsung TelevisionsSamsung electronics commenced its operation in India in 1995
Has two production plants in India – Chennai & Noida
Samsung India is a market leader in product categories like LED TVs and LCD TVs
It has been ranked 19 among top 100 global brands in a brand value survey in 2011 conducted by Business Week and Interbrand
Samsung launched the F8000 smart TV in June 2013
Experts say that due to increasing familiarity with apps and rising spending power of consumers in India will boost the demand for smart TVs
Segmentation
Geographic Segmentation: Available mainly in urban areas
Demographic Segmentation: Based on the income of people, Based on occupation
Psychographic Segmentation:
Lifestyle
Value and benefits that they carry
Targeting
SEC A1 and A2; people who have more disposable income
People who want to be technologically advanced
Ambitious personality
Positioning
Samsung positioned this model as a TV which is future ready with smart evolution
“So smart and vivid, its TV reinvented”
It also positioned it as a new technology in the world of Television
Differentiation
It has a voice and gesture recognition technology, interacting with users as they speak and gesture
It is smart enough to analyze and keep track of user’s TV viewing behaviors
It enables the users to make quick and easy access to rich contents like VOD services
It also has a CPU with a quad core processor
STDP
Product
• Features :Excitingly new features which no other brand has come up with
• Brand : Samsung created a brand name through it’s three key strengths i.e. “New Technology”, “Innovative Products” and “Creative Solutions”
• Packaging : Thinner LED TVs requires less packaging and less room, thereby reducing transportation costs and also helps in saving the environment
• Service :Samsung has a huge chain of service centers
• Warranties :It gives warranties and extended warranties which formally states the expected product performance by the manufacturer
entertainment
PriceSamsung F8000 TV can be classified under More for More type
F8000 is priced using premium pricing strategy at Rs. 1,55,500/- for a 46 inch TV and goes as high as Rs. 3,85,500/- for a 65 inch TV
Since the target customer belong to SEC A1 and A2 there is no burden on customer as such
The company also gives discount and festive offers which attracts customers
It is priced high because of the value and benefits it gives to its owners
PlaceSamsung TVs are available in every part of the country, but this model, F8000 is
designed for SEC A1 and A2, who are available mainly in urban areas
Samsung has more than 5000 authorized dealers in India
Apart from physical channel, Samsung also sells its product online
Distribution Channel of Samsung TVs
Company’s Manufacturing Unit
(Sriperumbudur, Chennai)
C&F Agents (One in each State)
Distributors
Small Dealers /Retailers
Big RetailersRetail Chains (eg. Ezone, Next, etc.
Franchised Outlets
Digital Plaza Digital Homes Digital Worlds
PromotionsSamsung usually spend huge money on marketing and advertising, its advertising
and marketing budget is around USD $ 3B
TV advertisements, rich and stylish TV commercials
Samsung has been sponsors of many event like Olympics games, football matches, cricket match, marathons etc
Frequent sales discount are announced and also they have the festival season offers
Free accessories provided with the product
http://www.youtube.com/watch?v=uXuuyg6NaRY
Ultrabook( NP900X3A-A03US)
Segmentation
Geographic Segmentation: tier 1 and 2
Demographic Segmentation:
Income - Upper middle and High class
Behavioral Segmentation:
Benefits –Quality, economy and speed
Based on status
Targeting
Mainly targeting central cities
SEC A1, A2 and A3 for those people who have more disposable income – like Business personalities
Positioning
Light weight
Powerful Processing
Power Back up in 3 Seconds with Fast Start
Differentiation
Longer Battery Life and Life Span
Duralumin, the New Definition of Lightweight
Super Bright Screens with 400nit brightness
Longer Battery Life and Life Span
Intuitive Navigation include 3D image sensing
Own Korea team cutting edge design
STDP
Product
• Product line consist of 3 series
• Mainly aimed High income class people
• Designed by own Korea team
• fashionable and cutting edge design
• 3 year warranty for free
• Fit into premium product category like apple
Computing
Price
• Range starting from 105000
• Warranty and insurance covered by price
• Credit system in place – EMI and low interest rate financing
• Profit oriented pricing approach
• pricing is fixed after considering Competitors and distributors
• High end premium price
Place
• Distributed to tier 1 and tier 2 cities
• It has its own Samsung outlets in all major cities
• Institutional sales are taken care by vertical market business department
• It has effective distribution system and after sales service
Promotion• spending millions of dollars for marketing and advertising
• actively involved in sponsoring for various sorts activities
• associated with Olympic games and Asian games for many years
• it actively promotes its products through social media campaigns
Competitors
• Lenovo
• apple
• Dell
Samsung Phone(Galaxy Grand)
STDP
Geographic- Mostly urban areas
Demographic-Age, Sec class and Occupation
Age group : of 16-29 yearsSec class - A2,A3,B1Professional and business
man
The company has shunted its digital imaging unit sideways so that it sits under the giant umbrella of the mobile division, in the hope of combining "technical know-how" in these two areas and ultimately "differentiating" its smartphoneswith better camera technology.
Advanced technology at relatively lower cost
Segmentation Targeting
Positioning Differentiation
Product
• Mobiles are becoming necessities
• Service: Samsung smart cafe’s
• Brand : Technically advancedMobile
Mobiles are considered as necessities
Samsung mobiles can be classified under More for More type, Samsung Galaxy Grand is a prime example
Samsung galaxy grand is priced at Rs. 17,099/- with all the latest technology
Since the target customer belong to SEC 1,2 and 3 there is no burden on customer as such
Usually Indian customers are interested in products which offer an discount
Competitor Sony has priced the similar kind of sets at 16000/-, other major competitors are Nokia, Micromax, HTC
Price:
Place :
Samsung mobiles are available in every part of the nation, but this
model Grand which is predominantly for SEC 1,2 and 3 is mostly
available in urban localities
There more than 5501 dealers across the country
Samsung India is the distribution hub of south west Asia regional
operations
Promotion:
Samsung usually spend huge money on marketing and advertising, its advertising and marketing
budget is around USD $ 3B
TV advertisements, rich and stylish TV commercials
Samsung has been sponsors of many event like Olympics games, football matches, cricket match,
marathons etc
Frequent sales discount are announced and also they have the festival season offers
Free accessories provided with the product
brand ambassadors is Aamir Khan ( Mobile Phones)